Social media marketing has become one of the most popular forms of marketing in recent years. According to Instagram, 90% of users follow a brand on their platform. When done properly, it can be an extremely effective way to convey the vision, aesthetic, and brand through content. Unfortunately, many times human error can be the reason that social media is not working for your business. Here are 10 reasons why your social media strategy isn’t driving revenue:

The goal of your business is unclear.
It is important that your posts have purpose. What message are you trying to convey? What are you looking to accomplish with your posts? Without a clear strategy for your social media content, the vision of your brand can become muddled.

Your brand aesthetic is unclear or mixed. 
It is important that you determine a color scheme, font, and tone for your brand. If your posts don’t follow a clear theme, consumers can become confused by the message you are trying to convey.

There is a lack of engagement.
Interaction is an important element of social media. Following users, liking and commenting on posts, and messaging consumers can be a great way to raise engagement on posts, resulting in a higher rate of growth.

Native Content.
What works for you on Facebook may not work for you on Instagram or Twitter. Creating specified content for each platform is important in understanding your specific audiences on each platform and what they are looking for.

You are marketing to the wrong audience
Knowing who your ideal customer is important in deciding who you want to market to. Marketing to the wrong demographic can be a reason that your social media presence has not driven revenue. For example, if you are looking to reach the 25-30-year-old demographic, 84% of that age range is using Facebook, according to SproutSocial.

You aren’t able to adapt.
When determining what does and doesn’t work for your brand’s social media marketing, it is important that you are able to adapt if something becomes more or less effective. If engagement starts growing on videos, video content should be prioritized going forward.

Trying to market too broadly. 
Understanding your niche can be beneficial to your brand. Figure out what differentiates your business and market to your desired audience. Trying to reach everyone can be a downfall.

Only posting about your products
Consumers want to know more about your business than just what you’re selling. Now more than ever customers want to know about the goals, beliefs, contributions and more.

Inconsistent posting.
Posting frequently is important in keeping the attention of your consumers. According to Hubspot, Facebook pages with under 10,000 fans experienced a 50% drop in engagement if they posted more than once per day.

Failing to consider emotion.
Consumers often buy based on emotion. They want to feel seen, understood, and connected with. When they find a brand or a product that makes them feel important, they are likely to purchase and even become repeat customers.

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Anna Avgoustis

Author Anna Avgoustis

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